Carlsberg – Special Brew

It’s a little known fact that Special Brew was first produced to commemorate the visit of Winston Churchill to Copenhagen in 1950, honouring the Danish tradition of producing a new beer to celebrate special occasions such as a state visit or Royal Coronation.

“Carlsberg needed some fresh, premium packaging and a new bottle format to create a product that lived up to its amazing heritage, while maintaining well-loved and familiar brand cues.

The primary and secondary packaging re-positions the beer into the more premium craft beer category and aims to tell a more engaging story, encouraging the beer connoisseur to add Special Brew to their beer repertoire.”